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Outdoor advertising as the next digital mass medium

Outdoor advertising is becoming increasingly digitized and connected to the programmatic ecosystem. In particular, the combination with other digital worlds promises exciting opportunities for targeting and personalization. In an interview with Adzine, Claudia Zayer, Unit Director DOOH at Goldbach Germany, talks about meaningful use of data in outdoor advertising and sheds light on the current state as well as the future of digitization of the medium.

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